Project Goals and Challenges
This project involved more than just a design refresh. The existing website design had several technical and content issues that needed resolving before building a strong foundation.
From the initial review, a number of key problems were identified:
- Irrelevant pages indexed in Google, unrelated to the business
- Thin content across core pages
- Poor structure for alloys and metals categories
- Duplicate URL issues affecting SEO
- Slow loading performance
- Weak internal linking between pages
As outlined in the project specification, several unrelated pages had been indexed, which required removal and proper redirection to protect search performance. Fixing these issues was a priority before moving into design and development.
The main goals for the new website were:
- Create a clear and logical site structure
- Improve search engine visibility
- Present technical product information in a simple way
- Ensure fast loading speeds across all devices
- Build a scalable platform for future growth
Website Structure and User Experience
The website was designed with a clear hierarchy to help both users and search engines understand the content.
Key sections include:
- Home
- Alloys
- Metals
- Industries served such as aerospace and oil
- Quality of Service
- Process Services
- Policies
- Contact
Each section was carefully structured to reflect how customers search for materials and services. For example, alloys and metals were split into dedicated pages, allowing detailed information to be presented without overwhelming the user.
This approach improves usability in several ways:
- Visitors can quickly find specific materials
- Product categories are easy to scan
- Navigation is simple and consistent across the site
- Content is broken into manageable sections
The result is a website that feels organised and easy to use, even when dealing with complex industrial content.
Technologies Used
WordPress
WordPress was used as the core content management system. It allows the client to easily update content, add new pages, and manage their website without technical knowledge.
It also provides a strong base for SEO and scalability.
Elementor Pro
Elementor Pro was used to design and build the website visually. This allowed full control over layout, spacing, and responsiveness.
Benefits include:
- Custom page layouts without coding
- Consistent design across all pages
- Fast development and easy updates
Elementor Hello Theme
The Elementor Hello Theme was selected as a lightweight base theme. It removes unnecessary bloat and allows full control over design through Elementor.
This helps improve:
- Website speed
- Clean code structure
- Flexibility for future updates
Advanced Custom Fields
Advanced Custom Fields was used to create structured content areas. This is especially useful for managing technical data such as:
- Alloy specifications
- Material details
- Industry applications
This makes content easier to manage and keeps layouts consistent.
Yoast SEO
Yoast SEO was implemented to manage on-page optimisation. It allows control over:
- Page titles and meta descriptions
- XML sitemaps
- Keyword targeting
- Readability improvements
This ensures every page is set up correctly for search engines.
WP Mail SMTP
WP Mail SMTP was used to improve email delivery from contact forms. This ensures enquiries are reliably sent and received.
SG Optimizer
SG Optimizer was used to improve website performance. It handles:
- Caching
- Image optimisation
- Code minification
This helps reduce load times and improve user experience.
- Reduced unnecessary scripts
The previous website was identified as slower than expected, and improving speed was part of the development plan.
The result is a fast-loading website that works smoothly across all devices.
Responsive Design
The website was designed to work perfectly on:
- Desktop
- Laptop
- Tablet
- Mobile
This ensures a consistent experience for all users.
Key responsive features include:
- Flexible layouts
- Mobile-friendly navigation
- Readable text sizes
- Optimised images for smaller screens
This is essential for both usability and search rankings.
Content Management and Flexibility
One of the main benefits of this project is the ease of managing content.
With WordPress and Advanced Custom Fields, the client can:
- Update product information
- Add new alloys or metals
- Edit service pages
- Publish new content
This gives full control without needing a developer.
Industry-Focused Design
The website was designed specifically for an industrial audience.
This includes:
- Clear and professional layout
- Simple navigation
- Technical content presented clearly
- Focus on trust and reliability
Industries such as aerospace and oil require accurate information, so the design avoids unnecessary clutter and focuses on clarity.
Trust and Credibility
To build trust with visitors, the website includes:
- Testimonials on the homepage
- Accreditations such as ISO 9001 and REACH
- Clear contact details
- Professional design throughout
These elements help position the business as a reliable supplier.
Security and Compliance
Security and compliance were also considered during development.
The website includes:
- SSL certificate for secure browsing
- GDPR cookie consent
- Secure contact forms
- Regular updates and maintenance support
This ensures the website meets modern standards.
Development Process
The project followed a structured process to ensure everything was delivered to a high standard.
This included:
- Planning and site structure
- Content preparation
- Design and development
- Testing across devices
- Client training
The development timeline was planned over several weeks, allowing time for testing and refinement before launch.
Results and Outcome
The final website delivers a strong improvement over the previous version.
Key outcomes include:
- Clear and structured navigation
- Improved SEO foundation
- Faster loading speeds
- Better user experience
- Scalable platform for future growth
The website now supports the business more effectively by presenting its services clearly and helping potential clients find relevant information quickly.
Conclusion
This project demonstrates how a well-planned business website rebuild can improve both performance and visibility. By focusing on structure, content, and technical SEO, the new SJM Alloys & Metals website provides a strong platform for growth.
The combination of WordPress, Elementor Pro, and a clean SEO strategy ensures the website is easy to manage, fast to load, and ready to rank in search results.
